2: Brands, Countries, Strategies

Rivalries as interesting and lively as the one between Nike and Adidas are the stuff of marketer’s dreams. With annual revenues topping $32B and $18B, respectively, the two dominate a global marketplace with a seemingly insatiable appetite for sportswear.

Both brands have been closely watched as to their performance in both established and emerging markets. While the US is still the world’s largest consumer market for sportswear, China is close behind. And despite recent economic challenges, China’s growing middle class, combined with government pushes towards fitness activities and sports, mean that China is a market to watch.